Professional Documents
Culture Documents
ON
“ANALYSIS OF DEALAR PERCEPTION
TOWARDS PRISM
VIS-À-VIS
OTHER COMPETITIVE BRANDS”
ACKNOWLEDGEMENT
1
I am highly indebted to the officials of M/S
Prism Cement Limited for allowing me to undertake
this Project as a part of my curriculum of Master in
Business Administration.
As part of the project, I render my regards to my
project guide Mr. Jeeven Asshi , Dy.General Manager
(Mktg.) for the guidance and direction given by him
in the preparation of this project.I would like to
record my gratitude to Mr. Dinesh Guputa Manager
(Sales) for consistent support extended by them to me
during project study.I am humbly thankful to
Abhishek Saxena Sr. Officer(Sales) & all the staff of
Central Marketing Office for giving me the necessary
inputs at various stages of my project.
I would fail my duty if I do not express my
feelings towards my father -Shri Ram Bali Yadav
who have been my part & parcel during the whole
project & without their blessings, inspiration & good
2
wishes I would have never completed my exhaustive
research work.
(RAJESH YADAV )
DECLARATION
Chapter 1 I
RAJESH YADAV student of MBA (Third
semester) ‘SHIVDAN SINGH INSTITUTTE OF
TECHNOLOGY & MANAGEMENT’ ALIGARH, here
by declare that the project entitled “ANALYSIS
OF DEALER PERCEPTION TOWARDS PRISM
VIS-À-VIS OTHER COMPETITIVE BRANDS” is
result of my own efforts. This field survey
project is correct to the best of my Knowledge,
and so far has not been published any else. It is
based on original study conducted by me.
3
RAJESH YADAV
PREFACE
5
CONTENTS
Executive Summery 1-
61
Company Profile
6
Findings 85-
86
Limitations 87-
88
Bibliography 89-
90
Annexure 91-
94
7
EXECUTIVE
SUMMARY
Annexure-1
Andhara Pradesh 24
23.96
Assam 1
0.20
10
Bihar 1
1.00
Chhattisgarh 9
10.36
Delhi 1
0.50
Gujarat 12
17.12
Haryana 1
0.17
Himachal Pradesh 4
4.06
Jammu & Kashmir 1
0.20
Jharkhand 5
4.57
Karnataka 9
10.07
11
Kerala 1
0.42
Madhya Pradesh 12
16.39
Maharashtra 8
10.95
Meghalaya 1
0.20
Orissa 3
2.76
Punjab 3
2.84
Rajasthan 14
17.95
Tamil Nadu 13
14.79
Uttar Pradesh 7
5.07
12
West Bengal 4
3.13
Total 134
146.71
14
In Million Ton
Estimated Cement Export
Production Needed
Demand
Capacity
180.50 8.0 165.56
202.64
Marketing Strategy
20
Prism cement has adopted the different policy of its
brand against the other brand with respect to each
elements of marketing mix. Prism cement is
concentrating mainly in whole U.P., M.P. and Bihar.
Its overseas markets are Bangladesh & Nepal.
Product:
Product stands for the goods or services offered by
the organization as Prism offer cement to their
customers.
Cement is the combination of:
Tri Calcium Alluminate ( C3a)
Di Calcium Silicate (C2 S )
Tri Calcium Silicate ( C3S)
Gypsum (Caso4.2H2O)
21
When we mixed water with cement then within
three to four hours it goes hard which is same as
Portland Stone found in England so it is known
as Portland cement. Hardness of cement is
known as setting of cement.
Average Composition of cement:
Calcium oxide (Cao)
65%
Silicon oxide (Sio)
22%
Aluminum oxide (Alo) 7%
Magnesium oxide (Mgo)
2.5%
Ferrous oxide (Feo)
2%
Sulfur oxide (So)
1.5%
Prism Cement Limited mainly produces three types
of cement.
I. OPC 43 Grade
22
II. OPC 53 Grade
III. Champion (PPC)
OPC - Ordinary Portland Cement.
PPC - Portland Pozzolona Cement.
23
COMPANY
PROFILE
Company Profile
24
PRISM CEMENT Ltd.
'Prism Cement Limited is an ISO 9001 : 2008, ISO
14001 : 2004, OHSAS 18001 : 2007 & SA 8000 :
2008 Certified Company promoted by the Rajan
Raheja Group. It operates one of the largest single
kiln cement plants in the country at Satna, Madhya
Pradesh. Equipped with state-of-the-art machinery
and technical support from F.L Smidth & Co A.S
Denmark, the world leaders in cement technology,
Prism Cement has successfully created a niche for
itself in the Indian cement industry.
25
The Company is managed by a focused Board
comprising of eminent experts from diverse fields
ably supported by a professional management team.
The Management team ensures high levels of
transparency, accountability and equity in all facets of
the company’s operations.
Prism Cement
Limited is an ISO 9001:2000 certified company
promoted by Rajan Raheja Group which has diverse
business interests. The company operates one of the
largest single kiln cement plants in the country at
Satna, Madhya Pradesh. Equipped with state-of-the-
art machinery and technical support from F.L Smidth
& Co., A.S Denmark, the world leaders in cement
technology, the company has successfully created a
niche for itself in the Indian cement industry.
26
The company manufactures Portland Pozzollana
Cement (PPC) with the brand name ‘Champion’ and
Ordinary Portland Cement (OPC). ‘Champion’, its
largest selling product, is general purpose cement
mainly used in housing construction. OPC is used for
specialised applications like high rise buildings,
bridges, AC sheets, pipes, poles, etc.
The company has the highest quality standards due to
modern plant with automated controls. The strength
and other characteristics of its cement are much
higher than the BIS requirements. This together with
brand building exercise has placed it in the premium
price segment.
Board of Directors
27
Chairman :- Mr. Rajan Raheja
Managing Director :- Mr. Manoj Chhabra
Director :- Mr. Aziz Parpia
Mr. Rajesh Kapadia
Mr. Satish Raheja
Mr. Vijay Aggarwal(Alternate
to Mr. Satish Raheja)
Mr. Akshay Raheja
28
Rich deposits of high quality limestone, highly
automated and sophisticated controls ensure that the
cement manufactured by Prism meets the highest
quality standards. All the cement manufactured by
Prism Cement carry the BIS Certification Mark. In
fact, the strength and other characteristics are much
higher than the BIS requirements. Excellent quality
has placed Prism Cement in the premium price
segment.
29
Feature of OPC 53–grade Cement:
Application:
31
For all general and semi specialized construction.
For manufacture of concrete blocks and tiles.
Brick and stone masonry, plastering and flooring.
Plain reinforcement concrete cement.
Pre cast, pre stressed slip formed concrete job
etc.
32
Offer better resistance to mild acidic water and
aggressive chemicals.
Rock solid concrete with lower permeability and
porosity impervious to seepage and carbonation.
Applications:
RCC works in all types of building construction.
Mass concrete project – dams, spillways, canals.
Bridges, culverts and drainage Typical Properties
of Prism Cement:
Compare chart of PRISM Cement vis-à-vis
Bureau of Indian Standard:
Particular 53 Grade 43
Grade Champion
(IS 12269) (IS 8112)
(IS1489)
33
1. Compressive Strength (MPa):
34
Mass concrete projects – dams, spillways, canals.
3. Soundness:
(a) Le Chatelie: 10 max 1 10max 1
10Max 1
Exp. (mn)
(b) Auto 0.80 max0.07
0.08max0.17 0.80Max0.15
Clave (%)
4. Fineness: (m2/kg)
225 min >310 225min 300
300Min 380
35
Organization structure
36
(Management of Prism Cement Limited works
under the Managing director Mr Manoj Chabra, who
directly reports to Chairman Mr Rajen Raheja.)
37
PRISM 8 8 5 13
ACC 15 7 0 7
BIRLA CORP 9 2 5 17
MAIHAR 12 4 3 2
DIAMOND 7 7 1 0
JAYPEE 25 14 8 36
SATNA CLUSTER 69 38 22
76
OTHERS 31 62 78 23
38
OBJECTIVE
OBJECETIVE
39
COMPETITIVE BRANDS with the objective to
know the dealer’s perception about-
pricing policy, quality, delivary system ,billing
system,etc. sales volume ,ranking of different brands
,pricing of different brands promotional supports
given by the companies .effective media ,effective
promotion & factors for recommending the particular
brand were also fall under the objective.
40
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Chapter 8 RESEAR
CH
METHODOLOGY
Chapter 9
Chapter 10
Chapter 11
Chapter 12
Chapter 13
Chapter 14
41
Chapter 15
Chapter 16 RESEARCH METHODOLOGY
Chapter 17 Sources of study:—
Chapter 18 Design of the survey:—
The survey was extensively and exploratory
designed to know the objective.It was designed
in such a way that with in the six week ,the
whole Allahabad market was covered by me.
DATA ANALYSIS
AND
INTERPRETATION
43
DATA ANALYSIS AND
INTERPRETATION
AVAILABILITY OF BRANDS AT DIFFERENT
SHOPS:-
44
45
NO OF SHOPS AVAILABILITY
BRAND NAME (IN DIGITS) AT SHOP(IN %)
PRISM 55 29.57
JAYPEE 49 26.34
46
MAIHAR 51 27.42
ACC 15 8.06
SATNA 9 4.84
DIAMOND 4 2.15
OTHERS(BIRLA
PLUS/SAMRAT ) 3 1.61
From the above figure ,it is obvious that prism is
the most available product leaving behind its
competitors. The 2nd position is occupied by jaypee
,after which maihar comes at 3rd position and then
other brands.
47
SALES IN PERCENTAGE :
48
SALES VOLUME OF DIFFERENT BRANDS:-
50
PRICING OF DIFFERENT BRANDS:--
PRISM
51
DIAMOND:
ACC:
JAYPEE:
52
OTHERS:
53
PREVAILING PRICE IN THE MARKET:
DIAMOND 140--146
54
OTHERS(BIRLA
PLUS/SAMRAT) 145--148
HIGHER RANGE:--
MIDDLE RANGE:--
LOWER RANGE:--
MAIHAR 142--147
DIAMOND 140--146
55
Above data & graph shows that
price of PRISM & ACC falls in the category of higher
range.
Price of JAYPEE,PRISM
(CHAMPION) & OTHERS (BIRLA PLUS/SAMRAT)
falls in the category of middle range and price of
MAIHAR & DIAMOND falls in the category of lower
range.
Effective media:
56
Above figure exhibits that WALL PAINTING
& HOARDING is the first choice of people.Then
PAMPHLETS & POSTERS occupies the 2nd and then
T.V. ,RADIO & OTHERS.
OTHERS INCLUDE:--Wall painting on busy
places,Bags,Seat cover & Kiosk etc. .
57
EFFECTIVE PROMOTION:
58
FACTORS FOR RECOMMENDATION OF PERTICULAR
BRAND:
respectively.
OTHERS INCLUDE:--
59
DEALER’S PERCEPTION TOWARDS THE
QUALITY OF DIFFERENT BRANDS:
60
There are various systems for delivery of products. To have
a competitive advantage over others in these days of neck
to neck competition ,FREE ON RAIL (FOR)service is the
most popular one.Under this system , you don’t have to go
for collecting the products. In case of FOR , transportation
cost is beard by the company itself.
Other than this, sometimes shopkeepers have to
go to pick up the products themselves. Here transportation
cost may or may not be paid by the customers as the case
may be.
Most of the people prefer the FOR service and
they feel that the delivery system of all competitive brands
is Satisfactory.
DEALER’S PERCEPTION
TOWARDS THE BILLING SYSTEM
OF DIFERENT BRANDS:
63
7 out of 10 by Maihar.
5 out of 10 by ACC.
6 out of 10 by Satna.
PRISM:
C.D. : 2.5Rs. (wihin 3 days )
2Rs. (wihin 7 days )
*** ( after 7 days )
Q.D. : 1—20M.T.
— 1Rs.
21—50M.T. — 1.5Rs.
51 > M.T. —
2Rs.
64
JAYPEE—
65
MAIHAR:
C.D. : 3Rs. (wihin5 days )
2Rs. ( within 3 days)
Q.D. : 1 — 500M.T. — 1Rs.
500—750M.T .— 1.50Rs.
750—1000M.T.— 2.00Rs.
ACC:
C.D : 3 Rs. ( in advance )
Exclusive: 1.50 Rs. Per bag yearly.
TARGET INCENTIVE: 500 ton/month - Foreign
Toor
CONFERENCE: Once in two year:
SATNA:
C.D. : 2.50Rs. (advance)
2.00 (wihin 3 days )
66
Q.D. : 15—45M.T. — 1Rs.
\
46—100M.T. — 1.25Rs.
101> M.T. — 1.50Rs.
EXCLUSIVE: Rs. 1.00 per bag
67
SWOT
ANALYSIS OF
PRISM
CEMENT Ltd
69
OPPORTUNITIES:-
70
THREATS:-
71
CONCLUSION
72
CONCLUSION
74
Good quality including fast setting time.
Favorable price.
75
RECOMMENDATION
RECOMMENDATION
78
Better sales margin should be
given to channel members especially
to retailers.
And at last main and important
suggestion emphasizes the fact that
sales force should be increased.
QUESTIONNAIRE 79
QUESTIONNAIRE
80
1. Which companies you’re dealing with:
i. Prism ( )
ii. Jaypee ( )
iii. ACC ( )
iv. Maihar ( )
v. Satna ( )
vi. Mycem ( )
vii. Others ( )
81
3. What’s your perception about pricing policy of
different brands available in the
market?
Brand name Lower range Middle range
Higher range
ACC
Prism
Jaypee
Maihar
Satna
Others
84
8. Which company gives you the best promotional
support?
i. Prism ( )
ii. Jaypee ( )
iii. ACC ( )
iv. Maihar ( )
v. Satna ( )
vi. Mycem ( )
vii. Others ( )
85
10. What is sales volume of different brands in
comparison with others?
Brand Name Volume (%)
ACC
Prism
Jaypee
Maihar
Satna
Others
86
12. What kind of promotional supports are given
to you by companies?
Brand Name Wall Painting BannerHoarding
Kiosk Others
ACC
Prism
ACC
Jaypee
Maihar
Satna
Others
13. What kind of technical supports are given
to you by companies?
i. Brand Name
ii. Timely campaign
iii. Handling Guidance to costomer regarding
construction practices
iv. Others AC
87
14. How will you rank different brands in your
area on the basis of their position?
Brand Name Top level Middle level Bottom
level
ACC
Prism
ACC
Jaypee
Maihar
Satna
Others
88
Prism
ACC
Jaypee
Maihar
Satna
89
Brand Name C.D. Q.D. Target
Discount Exclusive Discount
ACC
Prism
ACC
Jaypee
Maihar
Satna
Others
ii. Discount ( )
iv. Publicity ( )
vi. Others( )
92
SUGGESSION
SUGGESSION
93
print media and other advertisement
channels.
Company should maintain their
regular supply according to the demand.
Proper survey and guideline should
be given by the company.
Quality and brand name are to
important factor hence companies have
tried to build and maintain name and
their goodwill in the market.
Company should have reasonable
price of the product to reach everyone.
Word of mouth can be generated by
keeping the existing customers.
94
BIBLIOGRAPHY
95
BIBLIOGRAPHY
WILLIAM G
MARKETING MANAGEMENT
PHILIP KOTLER
96
MARKETING MANAGEMENT
V.S. RAMASWAMY
& S.NAMA KUMARI
FUNDAMENTAL OF STATISTICS
D.N.ELHANCE
Contact Us
97
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